Email Marketing, when carried out properly is still one of the most effective forms of digital marketing.  Email Marketing is a form of direct marketing which uses email in order to communicate with current and potential customers. The equivalent of Email Marketing in traditional marketing world is direct mail, printed newsletters and regular advertising in subscription magazine. Email Marketing is now considered again one of the most effective methods of marketing thanks to powerful reporting tools available to marketers. This module will reveal how permission-based email marketing plays an integral part in digital marketing to increase customer reach and sales. You will find out how to write, time and test campaigns as well as gaining an insight into data protection considerations.

Overview

Email continues to be an outstanding customer communications tool despite the challenges of deliverability, in-box stand-out and list member dormancy. In this course, an e-mail marketing expert will show you how to improve results by addressing the challenges that all e-mail marketers face.

Objectives & Outcomes

After attending this course, participants will have a clear understanding of how to design, create create and implement successful email marketing campaigns for your business.  Note that this is not a technical course and will not teach you how to create email templates using HTML and CSS.

Course Topics

• Introduction to Email Marketing
• The evolution of email marketing.
• Online versus offline marketing
• When to use email marketing in the marketing mix
• Building an email database.
• Opt-in options
• Managing your email database
• Email Delivery Software solutions
• Planning and Creating Email Campaigns
• Types of marketing campaigns that are best suited to email marketing
• Examples of good and bad email marketing pieces
• Handling Responses.
• Integrating email into the overall marketing mix.
• Testing & measurement
• Legislation & Data Protection
• Case studies

Who Should Attend?

This course will be highly relevant to anybody with responsibility for developing or implementing an organisation’s online strategy, including senior management, marketing managers, communication specialists, webmasters and IT managers and personnel.

Email Marketing, when carried out properly is still one of the most effective forms of digital marketing. This module will teach you about Data Protection, Opt-In Subscriber Management, E-Mail Design and Content, Email Delivery and Reporting.

Topics include:

• Email Marketing explained
• Creating optimized campaigns
• How to measure success
• Managing your database
• Best practice case studies
• Choosing 3rd Party Email Providers

What is Email Marketing?

Email Marketing is a form of direct marketing which uses email in order to communicate with current and potential customers. The equivalent of Email Marketing in traditional marketing world is direct mail, printed newsletters and regular advertising in subscription magazines.

After a brief fall in popularity Email Marketing is now considered again one of the most effective methods of marketing thanks to powerful reporting tools available to marketers. It is the most cost sensitive way to get in touch with thousands of subscribers, and  also generate higher traffic volumes to a website.

Useful Resources

• CopyBlogger.com
• Email Marketing Reports
• The Email Guide
• Return Path
• eMarketer.com